How to Effectively Get and Use Publicity

Three components that make publicity extraordinary are: it makes more impact then advertising, enhances credibility, and it's free! Steve Simon says, "I think publicity is worth at least ten times the value of the same space or airtime as traditional advertising. People know you can't buy your way onto the front page of the Chicago Tribune or on Oprah. The audience pays attention during your interview but goes to the bathroom during the commercials!" Steve Simon works for S&S Public Relations in Northbrook, Ilinois. Publicity doesn't have to entail working for a PR firm. All that is needed is a basic knowledge, time, and some effort.

Radio talk shows, the local news, and newspaper articles can be a starting point to build your audience. Call and submit your work to magazines or other publications that are close to the fan base you are attempting to attract. A good place to start is the yellow pages under "Advertising." Reading the local paper can provide information on the editor in charge of a specific section. You can find out what type of "angle" they prefer. By establishing an angle you can hook readers, listeners, or viewers making reporters want you.

Covering the basics is an essential part in sending your work out. There are five things you must make sure to ask yourself to make publicity effective. First, decide if you have something newsworthy. Second, select the appropriate media for your content. Third, choose the best contacts at that media. Fourth, explain briefly and concisely what you have. Fifth, end with a question. Is this something interesting? The answer is either yes or no. Maybe could kill you.

As you begin to get a good flow and your publicity builds momentum, make sure to avoid negative press. Practice being interviewed and watch out for hot topics that you feel strongly about. Never say anything that might offend your audience. Replying "no comment" doesn't sit so well either. It's too cliche and people will assume something negative. Any publicity doesn't equal good publicity. Rapper 50 cent replied, "I do appreciate it. They are talking about it on media outlets. I didn't have plans to market the movie to. They are helping me out." The movie he was referring to was "Get Rich or Die Trying" and it displayed an ad near an elementary school. The ad was of himself with his tattoos exposed while holding a gun and mic. Then, 50 cent later complains, "some of these people just have an overall outlook on me that's negative."

If you don't succeed the at the first pitch don't give up! Revise, edit, and try a different angle. Wait a few months to resubmit your content. As you send work out they may keep you in their file even if at first you were rejected. Don't be surprised if you're contacted weeks later. Getting and using publicity effectively is easy with these basics covered.